One of the biggest challenges marketing leaders face is navigating internal politics and applying the appropriate level of influence to achieve the bank’s strategic objectives. The people you surround yourself with and how you build alliances could bolster the credibility of marketing and ultimately your career.
Why should marketing build alliances?
Today’s marketing leaders must be jack-of-all trades and learn to get to know people outside their normal circle. Colleagues across different disciplines and diverse backgrounds will help marketers broaden their perspective. Marketing simply cannot function effectively without alliances. No matter how important or critical a marketing project is to the bank, marketers are unlikely to accomplish it without help from someone outside of the department. The strength of your internal relationships can determine the success of your marketing objective.
Which alliances are critical to marketing success?
At the basic level, we all build strong alliances with our sales teams. After all, sales can make or break the success of any campaign, product launch or ongoing sales initiative. Beyond sales, tapping into management, supervisors or other influential leaders in the following departments can go a long way:
How to start building alliances
The alliance process involves give and take. Don’t wait until you’re in a crisis, and you actually need something. Start by making yourself a resource to others, and these same individuals will be a resource for you when you need them. Here are a few tips to consider:
Ultimately, whom you choose to have in your corner and how you nurture those alliances can make you a better leader.
Laura Pomerene, CFMP, is vice president and marketing director with First National Bank and Trust in Beloit Wisconsin. Laura is currently faculty and the board chair for the ABA School of Bank Marketing and Management. The school is considered the industry standard for bank marketing education. It is the only national school of its kind, where students learn from a faculty of industry experts and practitioners. For information about attending the school, click here.